Of the 13,000 points of sale of the Carrefour group worldwide, 2,000 of them will have put an end to paper catalogs at the end of 2022, to switch to digital catalogs. This is what announces Elodie Perthuisot, director of the Carrefour group in charge of data, e-commerce and digital transformation.
WhatsApp, Facebook and Youtube distribute Carrefour catalogs
« Since 2019, we have been leveraging WhatsApp, Facebook and Youtube, for digital catalogs. In France, we have more than 20 million visits each month to our digital catalogs »Presents the leader. This switch to digital and the abandonment of the paper prospectus is a learning process. “ The most important thing we learned is how to digitize our catalogs without having a negative impact on the activity of our stores. »Recognizes Elodie Perhtuisot, who was speaking during the presentation of Carrefour’s digital strategy on November 9.
Paper catalogs are indeed a key lever for generating traffic and turnover for supermarkets. You don’t stop them like that, with a snap of your fingers. But once the turnover is preserved, it is possible to go further. ” In Brazil, Poland and Romania, we have now been in a 100% digital catalog since 2020. In France, Spain and Italy, we are carrying out large-scale tests which prove to be successful, and therefore at the end of 2022 , at the Carrefour group level, two thousand stores will have completely eliminated their paper catalogs »Declares the manager.
Doubling the effectiveness of promotions thanks to predictive
The next step is promotions. Carrefour is making progress towards better targeting and personalized promotions. ” We use the same type of forecasting algorithm as for e-commerce. The first results are impressive. We can more than double the effectiveness of promotions. They will be in our great App [NDLR : une application mobile développée avec Facebook] »She concludes.
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